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Keywords: Brand commitment
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Journal Articles
The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay
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International Journal of Bank Marketing (2015) 33 (1): 78–91.
Published: 02 February 2015
...Rose Du Preez; Michael Thomas Bendixen Purpose – The purpose of this paper is to examine the extent to which internal brand management (IBM), a subset of internal marketing, impacts on the three dimensions of job satisfaction ( JS), brand commitment (BC) and intention to stay (IS). Design...
